C = Customers and Cash Customers are the lifeblood of the business you have acquired. You are going to want to divide them up into the following categories. Then you can plan out how best to work with them, and market to them. I coach clients to divide customers into four categories. A = High Profit, but Low Effort to support and maintain. These should be your dream customers, and we want more of them. These are the key ones to meet with. Reassure them they are in safe hands with you and build rapport. B = High Profit, but also High Effort and cost to support. Worth sending them a video message or hosting a call for them to connect with. Often, they don't realise they are "high maintenance" so tell them. With good account management they can become "A" customers for you. C = Low Profit and Low cost to support. These will be fine with a PR Release of e-mail update on the change of ownership. They offer great opportunities to upgrade in the future. Remember they will usually buy more from you if you educate them first about everything you offer. D = Low Profit and high cost to support. High stress generators on your team! These are the ones you may want to visit to either re- negotiate terms or to release all together. Either outcome is a win for the business and will build trust with the team. All the money and cash you need to fund expansion or pay back the owner is in the hands of your customers. The key is to get good at making them offers for products and services that would feel crazy to say not to! Focus on ensuring customers get real results. Then they become raving fans who also refer new customers into the business. A = Assets and Automation
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